Buyer Personas in Product Management

Buyer personas are semi-fictional characters that represent the ideal customer for a product. They are created through research, surveys, and interviews with actual customers, to help product teams understand and empathize with the users they are designing for.


At Spotify, buyer personas might include "College Student Sarah," who listens to music while studying, and "Commuter Joe," who streams podcasts during his daily commute. These personas help Spotify tailor its music and podcast recommendations, ensuring a personalized experience for different user segments.